How P&G pairs size with agility to create opportunity
Geoffrey PrecourtWarc
The big upside of size in marketing is the ability to do whatever you want. And to do it smartly. The biggest players in marketing also understand that agility is every bit as important as heft.
Procter & Gamble, the world's largest brand steward and perhaps one of its most nimble, demonstrated its power to do things right in the weeks running up to the 2015 Super Bowl.
As Marc Pritchard, P&G's global marketing and brand building officer, recounted to delegates at the Association of National Advertisers' (ANA)...